Mass interpersonal persuasion: An early view of a new phenomenon

Abstract

In 2007 a new form of persuasion emerged: mass interpersonal persuasion (MIP). The advances in online social networks now allow individuals to change attitudes and behaviors on a mass scale. MIP has six components: persuasive experience, automated structure, social distribution, rapid cycle, huge social graph, and measured impact. Before the launch of Facebook Platform, these six components had never come together in one system. As tools for creating MIP become available to ordinary people, individuals and small groups can better reach and persuade masses. This new phenomenon will change the future of persuasion. © 2008 Springer-Verlag Berlin Heidelberg.